Erik Deutsch, Principal
Erik Deutsch is a media strategist with nearly 20 years of experience in public/media relations, word-of-mouth marketing and content production. Prior to launching ExcelPR Group in 2004, he worked on staff and as a consultant for some of the world's largest PR agencies including Edelman Worldwide, Manning, Selvage & Lee and Porter/Novelli. Over the years he has developed award-winning campaigns for a wide range of organizations - from start-ups to Fortune 500 companies. Long term clients have included UCLA Medical Center, FilmL.A., the California Department of Health Services, Disney Online, the California Film Commission, Bausch & Lomb and Microsoft.

An early adopter of Internet-based public relations, Erik helped launch Interactive PR News in 1995 as the first national newsletter on new media for public relations professionals. He continued to work as managing editor of the publication after it was acquired by communications industry news and research provider Phillips Business Information.

Industry Advocate and Educator
Erik is 2014 president of the Public Relations Society of America, Los Angeles Chapter (PRSA-LA), which serves as the voice for public relations professionals across the greater L.A. region. As president, he leads a 25-member board of directors and oversees all chapter functions and activities. PRSA-LA was one of the nation's first PRSA chapters, and is currently one of the largest. Members include in-house and independent practitioners at corporations, academic institutions, government agencies and nonprofit organizations.

Since 1997, Erik has served as a PR instructor at UCLA Extension, where he currently teaches a course titled "Best Practices in Social Media for the Communications Professional" (UCLA X425). He is also a featured speaker at major PR, marketing and online media conferences across the U.S.

Erik earned an undergraduate degree in economics from UCLA and a masters degree in communication management from USC's Annenberg School for Communication.

Tim Cridland has spent more than two decades creating brand-building media and marketing campaigns and providing strategic counsel for large corporations and small businesses. A former award-winning broadcast journalist, Tim held senior positions at top international public relations firms including Burson-Marsteller, Porter Novelli and GCI Group (Grey) representing Fortune 500 clients including Gillette, McDonalds, Skymall, Kaiser Pemanente, Roche Pharmaceuticals, Baskin Robbins and Kia Motors.

Tim began his career in broadcast news as an on-air general assignment and consumer/business reporter for ABC-TV news affiliates. He has contributed reports for national news outlets including ABC's World News Tonight, CNN and Entertainment Tonight. His background also includes media training for Honda Motors and Clear Channel Communications and video production for Consolidated Edison (NYC) and De Laurentiis Entertainment Group (film studio). Tim also has experience with major special events for national non-profits including the March of Dimes and Children Affected by Aids Foundation (CAAF).

Tim attended the University of Georgia Graduate College of Journalism (Grady), Villanova University and the State University of New York (Stony Brook). He also studied copywriting at the School of Visual Arts in New York City and is a trained actor.